Sonic Squares its Shakes

Burger concepts are showing up in the most unexpected places. McDonald’s has become a fixture (and sponsor) at the SXSW Interactive Media gathering in Austin, Texas. Now Sonic Drive-In is preparing something special for the Coachella Valley Music and Arts Festival in Indio, Calif. (April 15-17 & 22-24).

On April 16 at Base Camp, an RV/camping area near Coachella, Sonic will offer Square Shakes in square glasses, inspired by its new Slow Churned Creamery Shakes and designed to be photographed on (and purchased via) Instagram.

Adweek reports that Coachella attendees will see Sonic ads for the Square Shakes on Instagram on April 16. Click the “Shop Now” button in the ad and Sonic will find you among the Coachella crowd and deliver your Square Shake. Agency Goodby Silverstein & Partners came up with this campaign/event idea.

It’s quite a tech and ad investment for a one-day event just in Indio, Calif. Even with free publicity (like this), what can the ROI be? Check out the initiative at SonicSquareShakes.com.

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White Castle’s burgers always have been square. And small. New ones get topped with interesting cheeses and are called “Cheesy Sliders.” Options may vary by region, we’re told, but varieties include a Roasted Garlic Cheese Slider, French Onion Cheese Slider, Jalapeno Cheese Slider and American Cheese Slider. A sack of 10 Original Sliders with any cheese is $7.99 (but $8.99 in New York and New Jersey).

There’s more cheese on the side. The chain has added coated and deep-fried Wisconsin Cheese Curds and Mozzarella Sticks along with everyone’s new favorites, Cheese Fries and Loaded Cheese Fries.

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Kennesaw, Ga., is the headquarters for Cheeseburger Bobby’s, a burger chain with 10 locations in that state. Kennesaw is about 170 miles northwest of Augusta, Ga., where The Masters golf tournament starts today. The Masters is famous for the beauty of its course, the difficulty of getting a ticket and the deliciousness and price ($1.50) of its fabled Pimento Sandwich. Perhaps that’s why the latest LTO unveiled this week at Cheeseburger Bobby’s this week is a Southern Burger topped with pimento cheese, bacon and onion rings.

Arby’s execs must be golfers, too. At its Augusta restaurant only, and this week only, Arby’s is offering a “Pigmento” (below, at right), a bacon-and-pimento-cheese mini sandwich for $1.